仿古商业街区的文化氛围生产与游客体验--基于张家界溪布老街的探索性研究

Cultural Atmosphere Production and Tourist Experience in Archaize Commercial Streets:An Empirical Study of Xibu Street in Zhangjiajie

文化氛围是影响游客体验的重要因素,因此,如何生产或创造商业街区的文化氛围非常重要。鉴于现有研究主要从消费者视角来探索文化氛围的构成,而缺少从生产者视角来思考文化氛围生产与创造的研究现状,文章通过对张家界的仿古商业街——溪布老街的投资、建设与管理者的深度访谈和现场观察等质性方法收集数据,并进行相应的分析来回应这一研究缺口。研究发现,文化氛围的生产方式主要包括:开发商通过建构与历史相关联的主题故事来创造“文化内涵”,以模仿古代建筑设施和传统历史街区空间布局来营造“物质文化氛围”,以布局一些“非遗”符号的文化演出、特色小吃、民间艺术和设计一些地方化的生活场景来生产“非物质文化氛围”。这种文化氛围有助于增强游客的难忘记忆并刺激游客的休闲消费,但同时由于粗糙的仿古建设使得游客明显感受到失真性,影响了游客的体验。文章对历史街区的活化利用具有现实指导意义。

Cultural atmosphere is a factor that influences tourist experiencesignificantly.Hence,how to produce or create a sound culture atmosphere for an archaize commercial street is of great importance.In light of current studies that mainly focus on probing the compositions of a cultural atmosphere from consumersperspective rather than reflect on the current status of its production and creation producers point of view,the authors made an in-depth interview of the investors,constructors and administrators of Xibu Archaize Commercial Street in Zhangjiajie,did on-spot observations to collect data,and made a conforming analysis as a response to this research breach.It is found that the main ways of cultural atmosphere productions include:creating cultural connotations through constructing theme stories related to the history;crafting tangible cultural atmosphere through imitating classic architectures styles and spatial layouts of historical streets;lay-outing some cultural shows,snacks and folk arts with intangible cultural heritage signs,and designing some localized scenes of life to produce intangible cultural atmospheres.The authors believe that these atmospheres,though help to enhance the unforgettable memories of tourists and to simulate their leisure consumptions,negatively influence the quality of their authentic experiences because of the unauthentic buildings,and that the findings of this study are of guiding significance in the practices of activated utilization of historical streets.